The plan to assess the impact of design on leads and brand value revolves around key performance metrics, ensuring an organization aligns with its objectives effectively. By examining conversion rates, brands can measure how well design elements encourage users to take action, like signing up or making a purchase. This is crucial because an improved conversion rate can significantly boost sales and engagement.
Brand Perception Score helps a company understand how customers view their brand through surveys and feedback, guiding them to establish a positive brand image. Similarly, the Lead Generation Rate measures the effectiveness of design in attracting new leads. A high lead generation rate indicates successful engagement tactics through design. Additionally, Customer Retention Rate reflects how design can maintain existing customer interest over time, while Social Media Engagement shows design impact on audience interaction in digital spaces.
Overall, these metrics collectively ensure that design efforts contribute to broad business goals, enhancing lead acquisition and brand recognition.
Top 5 metrics for Design Impact Assessment
1. Conversion Rate
The percentage of users who take a desired action (e.g., sign up, purchase) after interacting with a design element.
What good looks like for this metric: 2% to 5%
How to improve this metric:- Simplify user interface
- Highlight calls to action
- Ensure mobile-friendly design
- Improve page loading times
- Conduct A/B testing
2. Brand Perception Score
A measurement of how consumers perceive the brand based on surveys and feedback.
What good looks like for this metric: 70% to 85% positive
How to improve this metric:- Consistently use brand colours and typography
- Gather and act on customer feedback
- Develop strong brand messaging
- Conduct regular brand audits
- Enhance visual storytelling
3. Lead Generation Rate
The number of new leads acquired through design elements divided by the total number of visitors.
What good looks like for this metric: 10% to 15%
How to improve this metric:- Create engaging landing pages
- Provide valuable content offers
- Optimise forms for user experience
- Implement dynamic design layouts
- Use high-quality visuals
4. Customer Retention Rate
The percentage of existing customers who remain engaged with the brand over a specific period.
What good looks like for this metric: 20% to 30%
How to improve this metric:- Enhance personalized user experiences
- Utilise feedback to refine design elements
- Optimize customer journey maps
- Introduce loyalty programmes
- Streamline communication channels
5. Social Media Engagement
The level of interaction (likes, shares, comments) with design-focused content on social media platforms.
What good looks like for this metric: 3% to 5% engagement rate
How to improve this metric:- Create visually appealing content
- Use platform-specific design sizes
- Engage with followers regularly
- Leverage trending design themes
- Incorporate user-generated content
How to track Design Impact Assessment metrics
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your metrics.
